How To Grow a Sign Business

You want to grow your sign business in 2024, but you’re unsure where to start.

Many sign shop owners feel overwhelmed by the challenges of scaling their operations while maintaining quality and customer satisfaction.

By implementing proven strategies and investing in the right tools and talent, you can take your sign company to new heights without sacrificing the exceptional service your clients expect.

What is a Sign Business?

A sign business designs, manufactures, and installs custom signs and graphics for businesses and organizations. Sign companies create a wide range of indoor and outdoor signage, including:

• Storefront signs: Illuminated channel letters, dimensional logos, and window graphics that identify businesses and attract customers
• Vehicle wraps: Full or partial vehicle graphics that transform cars, trucks, and vans into mobile billboards for brands
• Banners and trade show displays: Portable, eye-catching signs and exhibits for events, promotions, and product launches
• Wayfinding signage: Directional signs, room numbers, and building directories that help people navigate facilities

By offering a diverse array of sign products and services, sign businesses help their clients effectively promote their brand, communicate their message, and enhance their visibility in the marketplace.

Implement these 8 strategies to scale your sign business:

1. Develop a Niche
2. Invest in Quality Equipment
3. Hire Skilled Designers and Installers
4. Provide Exceptional Customer Service
5. Optimize Your Website for Local SEO
6. Build a Referral Network
7. Promote Your Work on Social Media
8. Expand Your Product Offerings

1. Develop a Niche

Specializing in a specific type of signage helps you stand out from competitors. Consider focusing your sign business on one of these niches:

Vehicle Wraps

• Become the go-to for mobile advertising: Master the art of designing and installing eye-catching graphics on cars, trucks, and vans.
• Partner with local dealerships and fleet owners: Offer your vehicle wrap services to car dealers and businesses with company vehicles.

Dimensional Letters

• Create stunning storefront signs: Hone your skills in fabricating 3D logos and lettering for business facades.
• Offer customization options: Provide a range of materials, finishes, and lighting effects to suit each client’s brand.

Digital Signs

• Embrace the future of signage: Invest in learning the technology and best practices for programming and installing digital displays.
• Highlight the benefits: Educate your clients on how digital signs can boost engagement and allow for dynamic content.

By focusing on a niche, you can:

• Deepen your expertise: Specializing allows you to master the nuances of your chosen sign type and deliver higher quality results.
• Tailor your marketing: Speak directly to the needs and wants of your target customers in your advertising and outreach efforts.
• Streamline your operations: Optimize your workflow, equipment, and team for efficiency in producing your specialty signage.

Developing a reputation as the specialist in your niche will attract clients who appreciate your focused expertise and are willing to pay a premium for it.

2. Invest in Quality Equipment

To produce high-quality signs efficiently, upgrade to the latest:

• Printers: Look for models with fast print speeds, expanded color gamut, and ability to handle a variety of substrates.
• Plotters: Choose reliable cutters with advanced features like optical eye registration, tangential emulation, and Ethernet connectivity.
• Laminators: Select machines with consistent lamination, adjustable temperature and speed settings, and compatibility with your media types.

Financing or leasing options can make purchasing new equipment more affordable. Reinvest a portion of your profits into technology upgrades to stay competitive.

Properly maintaining your equipment also maximizes its lifespan and minimizes downtime. Establish regular cleaning and servicing schedules, and train your staff on proper equipment use and care.

With up-to-date, well-maintained equipment, you can:

• Improve production speed: Complete projects faster and reduce turnaround times.
• Enhance product quality: Create sharp, vibrant graphics that resist fading and peeling.
• Offer more options: Expand your product lineup and customization capabilities.

Delivering professional-grade signs quickly helps you build a reputation for reliability and quality, leading to repeat orders and word-of-mouth referrals.

3. Hire Skilled Designers and Installers

Your sign business’s success depends on the talent and expertise of your team. Experienced graphic designers create compelling, on-brand designs that effectively communicate your clients’ messages and enhance their visual identity. Look for designers with:

• Proficiency in industry-standard software: Adobe Illustrator, Photoshop, and InDesign
• Strong typography and color theory skills: Ability to choose fonts and color palettes that align with each brand
• Attention to detail: Meticulous approach to ensuring designs meet specifications and client requirements

Skilled installers professionally mount and wire signs to meet safety codes and local regulations. They should have:

• Knowledge of sign installation best practices: Proper techniques for hanging, securing, and wiring various sign types
• Familiarity with tools and equipment: Safe and efficient use of ladders, lifts, power tools, and hardware
• Excellent problem-solving abilities: Adaptability to overcome challenges and find solutions on the job

Investing in top-notch designers and installers enables you to:

• Deliver high-quality products: Create visually appealing, well-constructed signs that meet or exceed client expectations
• Provide exceptional service: Offer expert guidance and responsive support throughout the design and installation process
• Enhance your reputation: Build a portfolio of impressive work that attracts new clients and establishes your business as a leader in the industry

As your sign business grows, prioritize hiring and retaining skilled team members who share your commitment to quality and customer satisfaction. Offer competitive compensation, benefits, and opportunities for professional development to attract and keep top talent.

4. Provide Exceptional Customer Service

Respond promptly to customer inquiries and requests. Set up a system to track and manage incoming leads so none fall through the cracks. Use email templates and autoresponders to ensure timely replies, even during busy periods.

Offer free design consultations to help clients visualize their signs. Ask questions to understand their goals, brand identity, and design preferences. Share your expert recommendations on materials, sizes, and placement to maximize their signs’ impact and durability.

Keep clients informed at every project stage with regular updates via email or phone. Provide proofs for approval before production, and photos of the finished signs before installation. Address any concerns or requests for changes promptly and professionally.

After completing each project, follow up with the client to ensure their satisfaction. Invite them to provide a testimonial or online review about their experience. With the client’s permission, photograph the installed signs to feature in your portfolio and marketing materials.

Create a case study highlighting the client’s challenges, your solutions, and the successful results. Publish case studies on your website and share them in your email newsletters and social media posts. These real-world examples showcase your expertise and help prospective clients envision how you can help their business too.

Exceed your clients’ expectations with attentive service, proactive communication, and a commitment to their success. Your efforts will foster long-term relationships, earning you repeat business and enthusiastic word-of-mouth referrals.

Streamline Customer Service with Technology

• Use a CRM: Customer relationship management software helps you organize client data, track interactions, and automate follow-ups.
• Implement live chat: Add a chat widget to your website so visitors can get quick answers to their questions and easily request a consultation.
• Offer online proofing: Use a web-based proofing tool to simplify the review and approval process for designs and mockups.

By combining personalized service with efficient systems and tools, you’ll be able to provide exceptional support to your growing customer base.

5. Optimize Your Website for Local SEO

Your sign company’s website is a powerful tool for attracting local customers. To rank higher in search results when prospects in your area look for sign services online:

• Include location keywords: Weave your city, state, and service area naturally into your homepage title tag, meta description, headings, and body content. For example: “Custom Signs and Graphics in Denver, CO | ABC Signs”
• Create location pages: If you serve multiple cities or regions, dedicate a separate page on your site to each location. Optimize these pages with relevant content, images, and contact information for that area.
• Claim and optimize your Google Business Profile: Verify your sign business’s listing on Google and complete all fields, including your address, phone number, website, hours, and services. Encourage satisfied customers to leave reviews on your profile.
• Build local citations: Ensure your business name, address, and phone number (NAP) are consistently listed on reputable online directories like Yelp, YellowPages, and industry-specific sites. Citations help search engines validate your business’s legitimacy and relevance for local searches.
• Add schema markup: Implement local business schema on your website to provide search engines with structured data about your sign company, such as your location, contact details, and business hours. This can help your site appear in rich results and increase click-through rates.
• Publish local content: Create blog posts, case studies, and videos that showcase your sign projects for businesses and organizations in your community. Highlight how your solutions helped them achieve their goals and enhance their local presence.
• Host your website on a reliable wordpress hosting platform: Choose a provider that offers fast loading speeds, uptime, and security features to ensure your site performs optimally for visitors and search engines.

Investing time and resources into local SEO helps your sign business stand out in search results and attract more qualified leads in your service area. Monitor your website’s traffic and rankings regularly to track your progress and identify opportunities for improvement.

6. Build a Referral Network

Partnering with complementary businesses expands your reach and attracts new clients. Cultivate relationships with:

• Print shops: Establish a referral agreement with local print providers. Send customers to them for business cards, brochures, and other printed materials. In return, they’ll recommend your sign services to their clients.
• Marketing agencies: Connect with agencies that offer web design, social media management, and advertising services. They can introduce you to clients looking for offline signage to complement their digital marketing efforts. You can refer your customers to them for online marketing support.
• Commercial property managers: Get to know the companies that manage office buildings, retail centers, and industrial parks in your area. Offer them preferred pricing or a commission for referring their tenants to you for signage needs. You’ll become their go-to resource for creating and updating tenant directories, room numbers, and other facility signs.
• Chambers of commerce and business associations: Join your local chamber and industry groups attended by your ideal clients. Participate actively by volunteering for committees, sponsoring events, and giving presentations. You’ll build name recognition and trust, leading to referrals from fellow members.

Incentivize Referrals

Motivate your referral partners to send more business your way with incentives such as:

• Referral discounts: Offer a 10% discount on a partner’s next sign order for each new customer they refer.
• Gift cards: Give partners a $50 gift card to a popular local restaurant or retailer for every five referrals.
• Charitable donations: Make a $100 contribution to a partner’s favorite nonprofit organization for each referral that results in a completed project.

Tailor your incentives to your partners’ preferences to show your appreciation and encourage repeat referrals.

Make Referrals Easy

Provide your referral partners with the tools they need to confidently recommend your sign business:

• Referral cards: Print business card-sized referral cards with your contact information and a special offer for new customers. Partners can hand these out to clients or include them in welcome packets.
• Email templates: Create a sample email that partners can customize and send to introduce your sign services to their clients. Include a brief overview of your offerings, a link to your website, and a testimonial from a satisfied customer.
• Social media assets: Design graphics and write sample posts that partners can share on their social media profiles to promote your sign business. Make it simple for them to spread the word about your expertise.

By equipping your referral network with easy-to-use marketing materials, you’ll help them become effective ambassadors for your brand.

7. Promote Your Work on Social Media

Showcase Your Signs on Instagram and Facebook

• Post photos of completed projects: Share high-quality images of your signs installed at client locations. Include captions that describe the design process, materials used, and any unique challenges overcome.
• Create behind-the-scenes content: Give followers a peek into your shop with videos and photos of your team in action. Show designers working on concepts, fabricators building signs, and installers mounting finished products.
• Share client testimonials: Feature quotes and videos from satisfied customers praising your sign solutions and service. Testimonials build trust and credibility with potential clients.

Engage Your Audience

• Respond to comments and messages: Monitor your social media accounts daily and reply promptly to any questions, feedback, or inquiries. Show that you value your followers’ input and are responsive to their needs.
• Ask for opinions and ideas: Encourage interaction by posting polls or asking for suggestions on design trends, color schemes, or new product offerings. Make your followers feel like valued partners in your business.
• Share industry news and tips: Position yourself as a knowledgeable resource by curating relevant articles, infographics, and videos about signage best practices, marketing strategies, and local business events. Add your own insights to start conversations.

Run Social Media Contests

• Offer prizes for engagement: Host a giveaway where followers can enter by liking, commenting on, and sharing your post. Prize ideas include a free sign design consultation, a discount on their next order, or branded merchandise like t-shirts or hats.
• Encourage user-generated content: Run a photo contest inviting followers to submit pictures of your signs spotted around town. Select winners based on creativity, composition, and popularity, and feature their images on your profile.
• Partner with local businesses: Collaborate with complementary companies in your area, such as print shops or marketing agencies, on a joint social media contest. Cross-promote the giveaway to expand your reach and gain new followers.

Consistently posting engaging content, interacting with your audience, and running targeted contests will grow your social media presence and attract new customers to your sign business. Use social media management tools to streamline your posting schedule, monitor mentions of your brand, and measure your success with analytics.

8. Expand Your Product Offerings

Digital Signage

Digital signage is a dynamic and eye-catching way to display messages, promotions, and information. Offering digital sign solutions opens up new revenue streams and allows you to provide ongoing content management services.

• Invest in training and equipment: Learn the software and hardware needed to design, program, and install digital signs. Purchase high-quality displays, media players, and mounts.
• Highlight the advantages: Educate your clients on the benefits of digital signage, such as the ability to easily update content, display multiple messages, and integrate with social media and data feeds.

Floor Graphics

Floor graphics are a creative way to grab attention and guide customers through a space. They can be used for wayfinding, promotions, or branding in retail stores, events, and public spaces.

• Explore different materials: Offer a range of floor graphic options, including vinyl decals, floor stickers, and carpet graphics. Choose materials that are durable, slip-resistant, and suitable for the intended application.
• Showcase unique applications: Share examples of how floor graphics can be used to create immersive experiences, such as 3D illusions, interactive games, or photo opportunities. Inspire your clients with creative ideas for their business or event.

Architectural Displays

Architectural displays combine signage with interior design elements to create impactful branded environments. They can include dimensional logos, custom reception desks, wall murals, and exhibit displays.

• Collaborate with designers and fabricators: Partner with professionals who specialize in creating custom architectural features. Work together to develop concepts that seamlessly integrate signage with the built environment.
• Target specific industries: Focus on sectors that invest heavily in branded interiors, such as hospitality, healthcare, and corporate offices. Develop case studies and portfolios showcasing your expertise in these areas.

Sign Maintenance and Repair Services

Offering sign maintenance and repair services creates a recurring revenue stream and strengthens your relationships with clients. Regular upkeep ensures their signs continue to look great and function properly.

• Develop a maintenance program: Create packages that include scheduled inspections, cleaning, and repairs for different types of signs. Offer discounts for clients who sign up for annual contracts.
• Provide emergency repair services: Be available to quickly respond to urgent sign repair needs, such as damage from weather or vandalism. Promote your fast turnaround times and reliability.

Survey Your Customers

To identify new product or service opportunities, simply ask your customers what they need. Their feedback can guide your business growth and ensure you’re meeting their evolving requirements.

• Create an online survey: Use a tool like Google Forms or SurveyMonkey to create a short questionnaire asking customers about their signage challenges, wishlist items, and satisfaction with your current offerings. Offer an incentive, such as a discount code, for completing the survey.
• Conduct personal interviews: Reach out to your top clients and schedule brief phone or video interviews to gather more in-depth insights. Ask open-ended questions about their goals, pain points, and ideas for new sign products or services.

Continuously expanding and evolving your product offerings based on market trends and customer needs will help your sign business stay competitive and profitable in the long run. Invest in research, training, and partnerships to successfully launch and deliver new sign solutions.

Leverage Analytics and Feedback

Staying ahead in the sign business requires a firm grasp on both market trends and customer satisfaction. Leveraging analytics tools and actively seeking feedback informs your strategy and product development, ensuring you meet market demands effectively.

• Utilize website and social media analytics: Tools that analyze traffic to your website and social media engagement can reveal valuable insights. They help you understand which of your services or products attract the most interest, allowing you to refine your offerings and marketing strategies accordingly.
• Gather customer feedback regularly: Direct feedback from customers is invaluable. It provides actionable insights into what your clients appreciate about your service and where you can improve. Consider sending out periodic surveys or simply asking for feedback after project completion.
• Monitor industry trends: Keeping an eye on signage industry trends helps you anticipate shifts in demand. This could include new signage technologies, design trends, or changes in regulatory requirements that could affect your business.

Understanding your audience and staying agile in your business approach allows you to adapt and grow. Analytics and feedback are not just tools for reflection but powerful guides for action.

Engage in Continuous Learning and Innovation

The signage industry evolves rapidly, with new technologies and materials constantly emerging. Staying informed and open to innovation ensures your business remains competitive and can offer the latest and most efficient sign solutions.

• Attend industry events: Trade shows and conferences are excellent opportunities to see the latest innovations in signage, from digital displays to eco-friendly materials. They also offer networking opportunities with suppliers and peers.
• Invest in training for staff: Regular training ensures that your team’s skills remain sharp and they are up-to-date with the latest design software, printing technology, and installation techniques. This investment in your team pays dividends in the quality of your work and the efficiency of your operations.
• Explore new markets: As you spot trends, consider how you can expand into new markets or sectors. For example, the growing emphasis on sustainability might open opportunities for eco-friendly signage solutions.

Innovation and continuous learning drive growth. They ensure your sign business not only adapts to changing market conditions but also leads with cutting-edge solutions that set you apart from competitors.

Foster a Strong Online Presence

In today’s digital age, a strong online presence is indispensable for growing your sign business. It not only showcases your portfolio of work but also helps customers find you.

• Regularly update your website: Ensure your website reflects your current services, products, and successfully completed projects. A portfolio of your work can significantly influence potential clients’ decisions.
• Engage on social media: Regular posts and interaction on platforms where your potential clients are active increase your brand’s visibility and can drive traffic to your website.
• Implement SEO best practices: Optimizing your website for search engines improves your visibility in search results, making it easier for potential clients to discover your business.

A robust online presence helps you reach and engage with a broader audience, showcasing your expertise and attracting more business.

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